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All Journal JPTK: Jurnal Pendidikan Teknologi dan Kejuruan Managament Insight: Jurnal Ilmiah Manajemen JPBM (Jurnal Pendidikan Bisnis dan Manajemen) JURNAL PENGABDIAN KEPADA MASYARAKAT E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ilmiah Econosains JURNAL IQRA´ Al Ishlah Jurnal Pendidikan Jurnal Pemberdayaan Masyarakat Madani (JPMM) Ekspektra: Jurnal Bisnis & Manajemen Jurnal Sinar Manajemen Jurnal Pendidikan Ekonomi & Bisnis JURNAL MANAJEMEN MOTIVASI Akuntabel : Jurnal Ekonomi dan Keuangan Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi JURNAL MANAJEMEN JRMSI - Jurnal Riset Manajemen Sains Indonesia JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN JURNAL PENDIDIKAN TAMBUSAI Jurnal PTK dan Pendidikan EDUKATIF : JURNAL ILMU PENDIDIKAN JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Mantik JURNAL MANAJEMEN Jurnal Abdi: Media Pengabdian Kepada Masyarakat JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan Enrichment : Journal of Management Batara Wisnu : Indonesian Journal of Community Services Jurnal Pendidikan Tata Niaga (JPTN) International Journal of Emerging Research and Review Jurnal Analisis Bisnis Ekonomi Balance: Jurnal Ekonomi
Novi Marlena
Universitas Negeri Surabaya
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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PENGARUH KESADARAN MEREK DAN ASOSIASI MEREK TERHADAP LOYALITAS KONSUMEN PRODUK KOSMETIK WARDAH PADA MAHASISWA DI SURABAYA Wakika, Cida; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

With brand awareness, many people can easily recognize the brand. In addition to brand awareness, companies need to build relationships with consumers to increase brand recall or what is known as brand associations. The purpose of this study was to analyze the effect of brand awareness and brand associations on consumer loyalty. The type of data used is quantitative data sourced from primary data through distributing questionnaires. The population in this research is 100 respondents. Sampling method using purposive sampling Data were analyzed using multiple linear regression and calculated with IBM SPSS 25. Obtained research shows that there is brand awareness and brand associations that have a significant effect on consumer loyalty, therefore indicating that in increasing consumer loyalty, it will be better if marketing department management increases brand awareness and brand association. Maintaining and increasing good interactions with its customers, the company continues to provide the things that its consumers desire to keep consumers satisfied and remain loyal.
PENGARUH GREEN MARKETING, GREEN BRAND IMAGE, DAN GREEN KNOWLEDGE TERHADAP KEPUASAN PELANGGAN PRODUK CLEO ECO GREEN DI WILAYAH SURABAYA Savitri, Sani; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p207-217

Abstract

The purpose of this study was to determine the effect of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area. The population in this study were all customers who had purchased Cleo Eco Green products in Surabaya. The sample consisted of 124 respondents who had purchased Cleo Eco Green products with more than 3 purchases. The sampling technique used purposive sampling. The data collection technique uses an online questionnaire via the Google form. Data analysis used multiple linear regression analysis processed with SPSS 20. The results of this study prove that there is an influence of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area.
PENGARUH DUKUNGAN UNIVERSITAS TERHADAP MINAT BERWIRAUSAHA Julaicha, Julaicha; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 3 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n3.p297-304

Abstract

Abstract This study aims to find out the effect of university support on the entrepreneurial intention among students at the Faculty of Economics and Business, State University of Surabaya. The population of this study were students of the Faculty of Economics and Business, State University of Surabaya class of 2019-2021 who had experienced curricular and co-curricular entrepreneurship support by the university. Then a sample of 102 students was taken using a purposive sampling technique. The data collection technique used an online questionnaire with google form. Data analysis used Partial Least Square (PLS) which was processed with Smartpls 3.2.9. The results of this study prove that there is a positive and significant influence from university support on entrepreneurial intention in students of the Faculty of Economics and Business, State University of Surabaya.
PENGARUH BRAND AMBASSADOR DAN REVIEW PRODUCT TERHADAP KEPUTUSAN PEMBELIAN SEPATU VENTELA DI MARKETPLACE SHOPEE Zahid, Muhammad Marzuki; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 1 (2024)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v12n1.p116-122

Abstract

Abstract Consumers have a high tendency to buy products on Shopee e-commerce. When deciding to buy, consumers will choose the most suitable product by considering product reviews and brand ambassadors. This study aims to analyze the influence of brand ambassadors (X1) and product reviews (X2) on the decision to buy Ventela shoes on the Shopee marketplace. Primary data was obtained through a questionnaire, the distribution was carried out by a google questionnaire form filled out by 120 respondents who were Shopee users and had purchased Ventela shoes. Data analysis was carried out with a descriptive quantitative approach using multiple linear regression with the SPSS application. The results of this study show that brand ambassadors and product reviews have an influence on the decision to buy Ventela shoes on the Shopee marketplace. The practical implication of this study is that companies can choose the appropriate brand ambassadors, paying attention to product reviews because consumers use product reviews to consider purchase decisions. For researchers with related titles, it is expected to add product quality variables because these variables will affect purchasing decisions.
PENGARUH KONTEN PEMASARAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC PADA APLIKASI TIKTOK Sari, Galuh Permata; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 1 (2024)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v12n1.p134-140

Abstract

Marketing content is created so that the audience is interested in the products the company offers, marketing content can also be used to build the company's brand image. Brand image can reflect a brand through consumer perception. This research aims to determine the impact of marketing content and brand image on purchasing decisions. This research is a quantitative type of research obtained from primary data through distributing questionnaires. The population in this study was 100 respondents. The sampling method uses random sampling. Data analysis uses multiple linear regression and is calculated using IBM statistics 23. The results of this research are that marketing content and brand image influence purchasing decisions. In improving purchasing decisions, companies can build good marketing content and brand image, both of these things can increase consumer trust. to make a purchase.
PENGARUH GAYA HIDUP HEDONISME DAN PERILAKU KONSUMTIF TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA SHOPEE PAYLATER Bila, Siti Marisa; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v12n2.p215-222

Abstract

One of the fintech innovations that is currently popular and has become the choice of the public is shopee paylater. The existence of shopee paylater causes an increase in hedonism lifestyles and consumptive behaviors that can affect product purchase decisions. The objectives of the study are: (1) to find out the influence of hedonism lifestyle on the purchase decision of shopee paylater users (2) to find out the influence of consumptive behavior on the purchase decision of shopee paylater users (3) to find out the influence of hedonism lifestyle and synthetic behavior on the purchase decision of shopee paylater users. This type of research uses a quantitative method by distributing questionnaires through google forms to obtain the primary data needed. Furthermore, the data will be analyzed using multiple linear regression and calculated with IBM SPSS 27. The results of the study show that there is (1) a positive influence of hedonism lifestyle on the purchase decision of shopee users 2) the positive influence of consumptive behavior on the purchase decision of Shopee Paylater users (3) The positive influence of hedonistic lifestyle and consumptive behavior on the purchase decision of Shopee Paylater users. Keywords: hedonism lifestyle, consumer behavior, purchasing decisions
PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK NPURE PADA MARKETPLACE SHOPEE Sholikhah, Nia Inayatus; Marlena, Novi
Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

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Abstract

In this digital era, one of the skincare products that follows the development by utilizing the shopee marketplace and its various features is Npure. The live streaming feature on the shopee marketplace is one of the triggers for the formation of electronic word of mouth (e-WOM) and forms a positive brand image in the minds of consumers, which in turn can influence consumers in making purchasing decisions for a product. This study aims to determine the effect of e-WOM, brand image, and live streaming on purchasing decisions for Npure products on the shopee marketplace. The type of research used is quantitative, sourced from primary data obtained from the results of a questionnaire via a google form link. The results showed that e-WOM has a positive effect on purchasing decisions for Npure products in the shopee marketplace, brand image has a positive effect on purchasing decisions for Npure products in the shopee marketplace, and live streaming has a positive effect on purchasing decisions for Npure products in the shopee marketplace. Simultaneously e-WOM, brand image, and live streaming have a positive effect on purchasing decisions for Npure products on the shopee marketplace. Keyword : Brand Image; Electronic Word of Mouth; Live Streaming; Purchasing Decisions
How is the basics of marketing e-module developed in vocational high schools? Lailiyah, Faridatul; Marlena, Novi
Jurnal Pendidikan Teknologi dan Kejuruan Vol. 30 No. 1 (2024): (May)
Publisher : Faculty of Engineering, Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jptk.v30i1.66686

Abstract

The development of information and communication technology has driven progress in the development of e-module teaching materials. This study aims to determine; 1) e-module feasibility; 2) the effectiveness of the e-module assisted by sigil software. The research model used is the ADDIE R&D model (Analyze, Design, Development, Implementation, Evaluation) by (Branch, 2009) . The subjects of this research were students in class X Digital Business 2 at school Intermediate Vocational (SMK). Expert review and validation sheets, and pretest and posttest question sheets are the instrument used. Evaluation data from experts has been analyzed descriptively qualitatively, while validation by experts has been analyzed using percentages and testing product effectiveness using the N-Gain value formula. The research results show that; 1) e-module assisted by sigil software in element 3 of phase E of the basics of marketing class X subject was declared very feasible by experts with a validation result score of 94.45%; 2) the effectiveness test obtained an N-Gain value of 0.73 in the high effectiveness category, so e-modules are feasible and effective to be used as teaching materials in the process of learning the basics of marketing
Pengaruh Motivasi Belajar dan Lingkungan Teman Sebaya Terhadap Minat Melanjutkan Studi ke Perguruan Tinggi Siswa Kelas XII BDP SMK Negeri di Surabaya Nanda Rista, Nadia Rizki; Marlena, Novi
Jurnal Pendidikan Tambusai Vol. 6 No. 2 (2022): Agustus 2022
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v6i2.4044

Abstract

Minat melanjutkan studi ke perguruan tinggi dipengaruhi oleh banyak faktor, antara lain motivasi belajar dan lingkungan teman sebaya. Tujuan penelitian ini adalah untuk membuktikan pengaruh 1) Motivasi belajar terhadap minat melanjutkan studi di perguruan tinggi, 2) Lingkungan teman sebaya terhadap minat melanjutkan studi di perguruan tinggi, 3) Motivasi belajar dan lingkungan teman sebaya dalam menentukan minat melanjutkan studi ke perguruan tinggi pada siswa kelas XII BDP SMK Negeri di Surabaya. Deskriptif kuantitatif merupakan jenis penelitian ini. Siswa kelas XII BDP SMK Negeri di Surabaya menjadi populasi. Jumlah sampel adalah 175. Sampel acak sederhana (Simple random sampling) dipilih sebagai metode pengambilan sampel. Data dikumpulkan dengan teknik kuesioner. Regresi linier berganda dipilih sebagai teknik analisis data dengan program SPSS untuk windows. Sebagai hasil, penelitian ini membuktikan bahwa 1) Motivasi belajar secara parsial mempengaruhi minat melanjutkan studi di perguruan tinggi, 2) Lingkungan teman sebaya secara parsial mempengaruhi minat melanjutkan studi terhadap perguruan tinggi, 3) Secara simultan motivasi belajar dan lingkungan teman sebaya mempengaruhi minat studi lanjut di suatu perguruan tinggi bagi siswa kelas XII SMK Negeri Surabaya.
Penerapan PENERAPAN ALUR MERDEKA TERHADAP KEMAMPUAN KOLABORATIF DAN HASIL BELAJAR SISWA DI SMKN 4 SURABAYA Rahmah, Enis Dyah Fatkhur; Marlena, Novi; Khasanah, Nasriatun; Suprapti; Ariyanti, Elisa
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 12 No. 3 (2024)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v12n3.p337-348

Abstract

This study is an action research aimed at determining the influence of the implementation of Merdeka Flow on students' collaborative abilities and learning outcomes. This research was conducted in class XI Digital Business 3 of SMKN 4 Surabaya in the even semester of the Academic Year 2023/2024 with a total of 32 students. This study was conducted in 2 cycles, each comprising planning, action, observation, and reflection. Data collection methods included observation, documentation, and tests. Observations were conducted to assess students' collaborative skills, documentation was used to gather data such as learning materials, student names, instructional documentation, and observation results, and tests were administered to evaluate students' learning progress. The data obtained were analyzed qualitatively for students' collaborative skills and quantitatively for their learning outcomes. Qualitative analysis involved examining indicators of collaborative skills, while quantitative analysis involved calculating achievement percentages and categorizing them. The results showed that students' collaborative skills improved from Cycle I to Cycle II, with an overall rating of Good. Additionally, test results indicated an improvement in learning outcomes from Cycle I, where the pre-test average score increased from 63.59 to 82.03 in the post-test, and in Cycle II, where the pre-test average score increased from 69.69 to 86.56 in the post-test. Consequently, it was concluded that the implementation of Alur Merdeka could enhance both students' collaborative skills and learning outcomes.
Co-Authors Abdul Rahman Abdul Latip Afifah, Siti Nur Agustiyan, Devina Reva Ahmad Khori Fathur Rohman Aisyah Dyah Ayu Arum Pratiwi Ardhiansyah, Arvi Nurizza Ariyanti, Elisa Arvi Nurizza Ardhiansyah Ayu Puspita Sari BAGAS DWI PRAKOSO Bila, Siti Marisa Dewi, Hapsari Shinta Citra Puspita Dila Khoirin anisa DWI PRAKOSO, BAGAS DYAH PRADITASARI HARIONO, ANGEN EKAPUTRI, SHANDRA EKSI SEKARINI Ervina Ramadhanti Eva Hany Fanida Faharani, Alifia Annisa Faridatul Lailiyah Febrina Rahardi Finisica D Patrikha Finisica Dwijayati Patrikha Fyratika Ayu Kistari Hafidloh Hafidloh Hafidloh, Hafidloh Harianto, Majesty Naftalina Hidayah, Lisa Iin I Made Yudhiantara Ika Novitasari, Ika Irawati, Winaika Istiqomah, Mira Jaka Nugraha Julaicha, Julaicha Khasanah, Nasriatun Lailiyah, Faridatul Machrus, Achmad Mega Fatimah Rosana Mira Istiqomah Moh Sholekhuddin Muhammad Edwar Muhammad Farid Ma'ruf Nabilah, Rizquilah Nisrrina Nadhifah Citra Tsani Soraya Nadia Rizki Nanda Rista Nanda Rista, Nadia Rizki Nindiya Kencana Duwi Pertiwi Novianti, Vitri Nunjiyatul Imaroh Nurul Falah Nurul Hidayah Nuryanto Purnama Nurzanita, Reza Parjono Parjono Parjono Parjono Parjono, Parjono Pratiwi, Aisyah Dyah Ayu Arum Praulina, Farina Farina Putra Arda Widya Utama Putri, Saskia Firdha Aurelia Raharjo, Mutiara Wijaya Rahmadani, Rannu Dyah Rahmah, Enis Dyah Fatkhur Ramadhani Ayunia Ramadhanti, Ervina Rannu Dyah Rahmadani Renny Dwijayanti Retno Wulandari Reza Nurzanita Rian Wintoko Rizky Kurniawati Rizky Nuzulul Kurnain Saiful Anwar Saino Saino, Saino Sari, Galuh Permata Saskia Firdha Aurelia Putri Savitri, Sani Sa’diyah, Wachidatus SEKARINI, EKSI Sholikhah, Nia Inayatus Siti Atika Rahmi Siti Puti Fauziah Hilman Siti Rukani Suci Ainun Ni'mah Suprapti Suprapti Suprapti Tjitjik Rahaju Tri Sudarwanto Vena Elinuari Wahyu Kurniawati Wakika, Cida Wijaya Kusuma Wilujeng, Yunda sekar Winahyu, Yosi Try Wulandari, Septian Zahid, Muhammad Marzuki